We recently got wind of the Department of Tourism’s new slogan. It’s supposed to be the Philippines’ new country marketing slogan, after about 8 years of “WOW Philippines“. The new slogan is “Pilipinas Kay Ganda” – obviously a rip off that old Metropop anthem from the 70’s, “Umagang Kay Ganda“. Hey, any Tillie Moreno and Ray-Ann Fuentes fans in the house? Or if you prefer, it also reminds us of that morning show that ripped off the song title years later.
Well I don’t like it, and apparently the slogan has picked up quite a few other haters on the Net as well. If the ad agency that created the campaign announced the new slogan early to create a buzz, they are certainly reaping a whirlwind of a social media backlash that just might rival the recall of the new GAP logo some weeks back.
Here’s my beef. “Pilipinas Kay Ganda” as an international marketing slogan, just doesn’t cut it. Because if you’re not Filipino, you won’t know what it means. If it was intended as a domestic slogan for Tagalog-speaking audiences, it’s not catchy enough – I think it sounds wimpy. On the other hand, the old slogan “Wow Philippines” was catchy, instantly recognizable, and worked for both domestic and international markets.
We can also contrast this with memorable marketing slogans from our Asian neighbors like – “Malaysia Truly Asia”, “Amazing Thailand”, “Surprising Singapore.” More slogans here, all in English.
As my twitter buddy @Bleubug (who hails from Colinsville, Virginia) pointed out, “@JimAyson I don’t know if I like that slogan or not. I only understand ‘Pilipinas’.”
Maybe I’m just a grumpy curmudgeon today, but there seems to be a snowballing online movement to kill the new slogan. There have been a number of blog posts about this already up and I’d be hard pressed to find anyone online who will go out to defend the new slogan.
Just to illustrate, I posted a tweet this morning. The tweet, “Retweet if you don’t like the Pilipinas Kay Ganda slogan” has made the rounds and has garnered quite a number of retweets in the 4 hours or so it was in circulation, so it’s interesting to find out how many others out there share my sentiment.
I haven’t found out too many people enthusiastic about the new slogan to defend it either. My bet is that the “anti” sentiment will continue to snowball until the department comes up with an appropriate response to contain the damage – if not pull out the slogan altogether.
Clearly, this is the Gap logo fiasco, local version.